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Flat Out of Heels partners with Loren Ridinger for exclusive collection

Loren Ridinger, co-founder and senior vice president of the Internet retailing giant Market America|SHOP.COM, is partnering with Dawn Dickson, founder of Flat Out of Heels,, to develop an exclusive collection of Flat Out of Heels’ rollable ballet flats.

 “This new collection will be our best yet,” said Dickson, Flat Out’s CEO. “Loren is a style icon who has successfully launched and endorsed products that women love and respect.” She said Ridinger will also be the brand’s first official celebrity spokesperson.

Flat Out of Heels provides rollable ballet flats, which are now available online, in boutiques and in self-service kiosks at Atlanta’s international airport and Miami Beach’s LIV nightclub. Compact enough to use as an emergency flat, Flat Outs also have durable soles perfect for everyday use, and come with a shoe bag for women to tote their heels.

The Loren Ridinger collection will feature designer fabrics and styles to be sold online at www.FlatOutOfHeels.com and www.SHOP.COM and available to retailers for wholesale.

 “As a woman who wears heels, I can relate to the problem that Flat Outs solve,” said Ridinger. "My collection will be designed with the same meticulous attention to detail and sophisticated style that is characteristic of the woman who owns them.”

Read more about Flat Out of Heels in a Startup Spotlight here.